Why all the concern with first impressions? Why do we believe that the first contact makes such a difference? 'No one gets a second chance at making a first impression' — true, or just popular business lore? John Graham looks for the answers in this document.
How was President George W. Bush’s first week in the Oval Office? 'We were all raised by mothers who told us we had one chance to make a first impression,' said Democratic Senator Christopher Dodd of Connecticut. Saying he was encouraged by the first few days, Dodd added, 'And a first impression can last you awhile.'
It’s all about first impressions — in government and business — both making them and responding to them. In critical situations, everyone’s antennae are up, hypersensitive to even the most inconsequential signals. We seem convinced that almost everything rides on making a correct first impression: Did we put our best foot forward? The first meeting is always pivotal. How did we do? What can we do to make it more impressive?
In some ways, it’s difficult to understand why we place so much importance on first impressions. It isn’t only making them that gets our attention, of course. It’s reading them as well. Armed with extremely limited information, we often come to conclusions that are instantly indelible. If we know such conclusions might be questionable, why do we persist in making snap judgments that are virtually impossible to change?
The answer is simple: First impressions work. They reduce anxiety and allow us to move through the day with less stress. Walk into an auto dealership to look at a car and you’re immediately turned off by a pushy salesperson. How often do we hear someone say, 'From the very moment I met her, I knew … ' or, 'They didn’t have us fooled for a minute. As soon as they opened their mouths, we could tell … '
Making judgments on such limited knowledge might seem difficult to defend. Yet, studies support the extensive influence of first impressions. Consider, for example, one research project conducted by Jennifer Humble and Dr. Barbara Bremer. The objective was to evaluate the extent that dress and physical appearance affect the quality of social interactions.
Using a retail store setting, the researchers discovered that the sociability of the clerks was significantly higher when interacting with a well-dressed actor than with a poorly dressed one. Other studies suggest that facial expression, gestures, glasses, personal coloring, garment style, and makeup can play a key role in impression formation. As Humble and Bremer conclude, 'Individuals tend to make intrinsic judgments about a person based on external cues.'
What’s true about first impressions of individuals might be equally significant for companies. Businesses select street and building addresses for company offices because they send 'the right message.' They make the right impression.
Even though we acknowledge the role a first impression can play in making a sale, signing on a new client, or walking away with an order, we often come up blank when it comes to other issues. A few questions will help make the point:
- Why are we often satisfied with a one or two-color brochure, even though full color is known to attract far more attention?
- Why do we use 'Dear Valued Customer' on letters even though a personalized letter receives more attention?
- Why do we persist in cold calling when we hate to receive such calls ourselves?
- What’s the impact of a logo designed by an amateur? Or one that’s obviously outdated? What type of impression does each make?
- What’s the subtle effect of using a heavier weight paper stock for letterhead compared with a thin but less expensive paper?
- What impression do customers have when a company responds to requests immediately instead of days or weeks later?
- What’s the impact of a projected presentation that’s typed with black letters on a white background compared with a PowerPoint-type program?
- How does image advertising influence the perception of customers and prospects?
- How do readers respond to a newsletter that looks like a self-serving advertisement?
- How effective is a Web site in attracting customers when every page is company-focused, compared with one that provides helpful information?
- How do we feel about a fast food restaurant when we’re forced to wait in line to get an order? Or the supermarket that opens more lines to accommodate the flow of customers?
- What impression does a company make when it delivers orders more quickly than promised?
Clearly, business is about impressions. Psychological studies verify that misjudgments result from incomplete or misleading information. In one such study a group was asked to memorize a list of terms of praise, while another group was asked to memorize a list that included scornful terms. Both groups then read an ambiguous news story about a young man. When questioned, the first group was far more positive about the young man than were those in the second group, presumably because the positive words they’d just memorized came to mind.
The power of first impressions can have serious implications for a business. On the one hand, taking steps to shape and protect customers, vendors, stockholders, and the public’s perceptions can be highly positive and beneficial, as such companies as Nordstrom know so well. Even people who’ve never shopped at Nordstrom have a positive impression of the company.
The story is far different for Firestone, whose failure to respond to the tire crisis quickly created the impression that it didn’t care or was stonewalling the issue. Even when the company came forward with its commitment to make good on every tire, the initial impression might have caused the public to doubt Firestone’s sincerity — and to question the quality of its products
Here are a few ideas to help you foster appropriate, positive impressions:
- Be painfully clear about how you want your company to be perceived. What impression do you want to make? A good example is United Parcel Service (UPS). No matter how bad the weather, UPS trucks are clean. Its drivers are always neatly uniformed, no matter how hard they’ve been working. UPS knows that the way it looks on the street and at the door influences how customers rate its service.
- Take every positive and negative message seriously. What do customers like, and what do they dislike? If there are disconnects between what you say and how you perform, someone’s not getting the message — and that means you’re sending the wrong impression. Never ignore negative messages, even if they seem inaccurate. What’s behind the misconception? How did it happen? And what can be done to change it?
- Be clear in understanding your customers’ thinking. Although this isn’t easy, it’s essential. An insider’s perspective is out of the question when it comes to impressions. For example, what’s the message of your company logo? It might be worthwhile to hold a focus group and ask customers what they think when they see it. Many banks still picture themselves in terms of strong, solid buildings. Is this the impression a bank wants to make today? Also, ask consumers what they think about when they think of your company or product.
- Capitalize on every unique attribute. How does your company, service, or product differ from the competition? What are you doing that they aren’t? These don’t need to be major differences to make a difference in the minds of the customer. One dry cleaner emphasizes 'Ready-Today' service, rather than the common 'Same-Day' service. Making a common service sound distinctive has made a difference. Such impressions influence how customers view a company.
Impressions matter. The demise of Montgomery Ward provides a good example of what happens to a company that made no impression on the customer. Wards failed to give customers a reason to go to their stores. As a result, customers no longer thought of Wards as a buying destination.
Amazon.com is enjoying a huge payoff for making the right impression. Although the value of its stock has suffered during the dot-com demise, the company’s reputation remains undiminished. It stands out from the pack as a result of the quality of its customer service and relentless public relations efforts.
Other companies also understand the value of making the right impression. W.B. Mason, a large office supply dealer in the Northeast, continually strives to make an impression that places it ahead of the competition. Their deliveries, for example, are so fast that they seem to be in real time. Place an order and it’s at your office in a few hours. This speed sends a powerful, indelible message: This company has its act together. They don’t need sales literature; the impression is loud and clear.
The right first impressions are the last thing a company wants to forget.